Startup Sales and Marketing: Even the Greatest Products Don't Sell Themselves

Chris Morrison headshot

Chris Morrison, owner, ViaVerus LLC

Sponsored by Duke MEDx and Duke Engineering Entrepreneurship (EngEn)

7 - 10 p.m.
Tuesday, April 20, 2021

Registration is required:
Attendance is limited to 75

If you have any questions or after registering you find that you will be unable to attend, contact Donna Crenshaw at

You can develop a best in class medical device and the world will NOT "make a beaten path to your door." Chris will challenge you to undertake a disciplined approach to develop the market, educate, and sell your concept to deliver medical innovation and improve patients' lives. While worthwhile endeavors start with a mission and vision, market intelligence, objectives, strategies and tactics still rule the day. From selling your idea to investors to obtaining market access, product trial, luminary advocacy, sales, social evidence, coverage and growth, the process requires disciplines, an open mind, ability to pivot and perseverance. Morrison will share examples of success and of great products that failed to achieve their potential and uncover the reasons. You will work to develop your own product go-to-market strategy and have opportunity for questions.

Chris Morrison is a launch sales and marketing expert. Principle expertise is the ability to formulate and execute strategic sales and marketing plans for disruptive healthcare, Medtech and specialty CRO products and services. Chris founded his management consulting practice, ViaVerus, in 2002 to support companies making the transition to the marketplace – from early market needs assessment to marketing strategy through market entry. Prior to founding ViaVerus, he headed sales and marketing for Expression Analysis, a specialty genomics services company, leading the company to profitability in its first year of operation and a 20X acquisition by Quintiles (now IQVIA). Earlier in his career he filled various roles in healthcare and Medtech companies, including managing operations of ambulatory surgery centers as well as sales and sales management positions in start-ups and publicly traded companies. Chris received a B.S. in engineering from the University of Vermont.

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